VIRAL MARKETING AND CONTENT FORWARDING BEHAVIOR OF THE FILIPINO NETIZENS

Abstract

This quantitative study aims to examine the topic of viral marketing by focusing on content forwarding behavior and viral content creation. The main point of the thesis is to find out how to create content that go viral, to outline what key elements affect the forwarding of viral content on social media and to know the content forwarding behavior of the Filipino netizens. A total of 200 participants were selected using cluster sampling. Results revealed that there is no significant difference among the factors that predict the content forwarding behavior of students. However, there is a significant difference among the content forwarding behavior based on how the respondents made an impression on the viral marketing videos. The researchers conclude that marketers need to carefully outline the key elements in order to create viral content for viral marketing campaigns on social media. These key elements are found to be triggers and incentives, emotional component and shareability.

Keywords: viral marketing, content creation, content forwarding, Filipino netizen